our story.

founded by ann-maree parsons.

with nearly 20 years in the beauty industry, ann-maree has cultivated expert insights and a firecly stringent criteria for the products she uses on her skin. opening a retail store in 2020 gave her the means to curate an offering of beauty brands close to her value system. natural where possible, effective always. environmentally kind.

she has felt the surge of information in the skincare space create confusion and distrust. setting out to bring back less is more. teaming up with an expert formulator to deliver a painfully simple and brutally honest routine for ultimate effectiveness. no matter your skin type.

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uncomplicated. effective. for everyone.

we have simplified the modern day routine to include everything you need, nothing you don't. minimal products, boasting meticulously selected ingredients that underscore our commitment to honesty and effectiveness. crafted for both us and you.

our products distribute their potency across several, intentional ingredients in order to deliver a gentle yet effective formulation, suitable for all skin types.

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